Dilmah targets younger market

Dilmah targets younger market

Dilmah today launched its Single Region Selection ‘tea caps’ that founder Merrill Fernando says will help target a younger market.

B&T Magazine
Posted by B&T Magazine

The tea caps are filled with handpicked leaves from regions around Sri Lanka and designed to fit in Nespresso coffee machines to ensure “consistent quality”. Yet Fernando says the company is not trying to compete against coffee.

“I don’t think people can drink parallel to coffee,” he told B&T.

Fernando told B&T the company was focusing on a younger market because of they had more of an appreciation.

“Now is a great time to be in tea because people have an awareness,” Fernando said.

“They are focusing more on health."

He explains that “tea is at the heart of luxury,” and that the market of customers in their 20s have an appreciation for single origin tea and the story behind each region.

The new product comes as the brand celebrates its 25th year which Fernando is in the country promoting.

The anniversary sees the company returning to its first major ad which featured Kimahl with the help of Precinct Studios. It has also established a tea academy, tea bar programs, mixonomy, QR recipes, and competitions for the hospitality industry as part of its marketing over the years. These days, it has chef Peter Kuruvita as its Australian Ambassador.  

http://www.youtube.com/watch?v=3-o72wmXyrM

Latest News

Mobile Ad Spend Dwindles As Mobile Market Surges
  • Advertising

Mobile Ad Spend Dwindles As Mobile Market Surges

While everything is going mobile, marketing teams are still placing more ads on desktop than on mobile devices, says new research from programmatic company Rocket Fuel. And with the ubiquitous notion of cross-device, Rocket Fuel argues marketers aren’t taking full advantage of the way people use media now. “It’s well known that consumers are switching […]

by B&T Magazine

B&T Magazine
First place championship trophy or cup in front of blackboard with champagne and fireworks concept for winning and success
  • Media

Be Green With Envy At These Talented AWARD Winners!

The winners of the 37th annual AWARD Awards were announced last Friday in a celebration of the most outstanding creative communications work in the Asia Pacific region. Held at Carriageworks as part of Semi Permanent festival, the ceremony delivered 32 gold pencils, and awarded a further 102 silver and 135 bronze awards. The award for […]